what is content marketing?

Content Marketing Under the Microscope

The British Library28th May 2013

What is content marketing?

Content marketing channels

Website

Blog

Social medi

a

Images and

video

White paper

s

Review sites

Guest

blogs

Email marketing

“Content is the voice of your brand and it is therefore important to allocate the respect,

investment and focus it requires. Creating great content is difficult and delivering great content consistently through established processes is

complex. However this is what is required if you want to take your brand from good to great in

today’s communication environment.”

James Keady, Digital Marketing Manager, McLaren Automotive

“Content is the voice of your brand and it is therefore important to allocate the respect,

investment and focus it requires. Creating great content is difficult and delivering great content consistently through established processes is

complex. However this is what is required if you want to take your brand from good to great in

today’s communication environment.”

James Keady, Digital Marketing Manager, McLaren Automotive

The case for content marketing

87% of consumers said online social interaction with a company “positively impacted” their likelihood to purchase from that company

Source: http://www.jdpower.com/business-services/services/social-

insights/social-media-benchmark-study.htm

Matt Cutts, Head of Webspam, Google

“Make sure you make a great site, that users love, that they’ll want to tell their friends about,

bookmark, come back to, visit over and over again; all the things that make a site compelling. If that’s

your goal, we’re aligned with that goal, and therefore as long as you’re working hard for users

we’re working hard to show your high quality content to users as well.”

Businesses that blog more than 15 times a month get 5 times more web traffic than those

which don’t blog at all

Source: http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-

Blogging-Performance-NEW-DATA.aspx

Content marketing channels

Website

Blog

Social medi

a

Images and

video

White paper

s

Review sites

Guest

blogs

Email marketing

What do you want to achieve?

• Establish your company as an expert in its field

• Maintain existing client/prospect relationships

• Raise brand awareness and attract new customers

The worst reason to do content marketing is because you think you should. You’ve got to

know what you’re trying to accomplish.

Content marketing channels

Website

Blog

Social medi

a

Images and

video

White paper

s

Review sites

Guest

blogs

Email marketing

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

Most corporate blogs are abandoned after fewer than 5 posts

Source: IBM

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

Things I will do when I finish this presentation

7 steps to content marketing success

1. Sort out your website! 2. Create an editorial planner3. Publish awesome content4. Help people to share your stuff5. Make conversation 6. Maximise your content’s reach7. Measure your results

KPI to ROI

Possible content marketing metrics

• Website traffic• Engagement• Leads• Sales• PR opportunities• Customer retention• Increased profit

Content marketing is how you get both people and Google to sit up and notice you online.

Emily Hill, CEO, Write My Site

Thanks for listening!@emilyhill1982@writemysiteuk.linkedin.com/in/emilyjanehill/emily.hill@writemysite.co.uk